Time Warner Cable targets on-demand niches
Time Warner Cable is aggregating on-demand content from a food magazine and a health and fitness operation, aiming to appeal to health-conscious viewers and the advertisers that want to target that audience.
TWC’s Health on Demand, available to the MSO’s digital cable customers, includes content from Cooking Light and from Gaiam TV, a streaming video subscription service that includes yoga, Pilates and fitness classes.
Local health care providers will also be able to feature patient education videos on the new channel, TWC said.
Joan Hogan Gillman, president of Time Warner Cable Media, said, "Health on Demand will create a robust destination for anyone seeking tips and recipes for a healthy lifestyle, while allowing advertisers to engage with self-selected heath content seekers and maintain 100 percent share of voice with a responsive television audience."
Time Warner Cable Media said it will provide to advertisers detailed metrics and insights to track viewership and engagement for each campaign, and overall marketing support will focus on raising year-round consumer awareness with customized, multi-platform campaigns.
Additionally, advertisers will be able to leverage Time Warner Cable Media's full suite of offerings to cross-promote their long-form content on Health on Demand by leveraging Enhanced iTV, where available, as well as their online and broadcast campaigns.
Time Warner Cable formalized the program after one of its advertisers in Ohio found success with a campaign offered through TWC’s VOD platform. SummaCare, an Ohio provider-owned health insurance company, during its 2011 Medicare Open Enrollment window ran a 10-week campaign providing viewers access to a free Medicare education video. SummaCare found the program effective enough to repeat for its 2012 enrollment program.